Samsung's primary target market are students and young professionals who want a stylish and functional mobile phone. Their phones provide similar functions to competitors but with improved features. Samsung aims to build a strong market via a differentiation strategy. They offer various phone types for different needs and uses various marketing channels and promotions. Their strategy focuses on differentiation to build their market share within the 78 million cell phone users in the country.

1. 10 STEP Marketing Plan for Samsung Mobile Phones Maria Charriza M. Mordeno February 2011

7. Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I feel like I belong in a higher social class. I feel successful whenever I use my phone.

10. 3b. Positioning Maps Fashionable, Trendy ---------------  Practical, Classic Basic ----------------  Functional

11. 3b. Positioning Maps Price Sensitivity User Friendly Cool Design Connectivity Sophisticated Basic Features Add-On Features Samsung Nokia Blackberry HTC iPhone Sony Ericsson Cherry Mobile myPhone

23. 6b. Some of Our Competitors Blackberry, Nokia, iPhone, HTC

25. 8a. Which of these modes does Samsung use? ** Pls. rank most used, 1-highest use 1 2 3 4

26. 8a. Samsung’s Promotions

27. 8a. Samsung’s Promotions

28. 8b. Competitor promo

29. 8b. Competitor promo

31. 9. Place Samsung kiosks, Globe and Smart centers Globe offers home delivery of cell phone units if customer gets a post-paid plans.

33. SUMMARY

37. 10 STEP Marketing Plan for Samsung Mobile Phones Maria Charriza M. Mordeno February 2011